Author: Edward F. McQuarrie
Publisher: Routledge
ISBN: 1317473485
Category : Business & Economics
Languages : en
Pages : 232
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Book Description
Visits to customers by a cross-functional team of marketers and engineers play an important role in new product development, entry into new markets, and in exploring customer satisfaction and dissatisfaction. The new edition of this widely used professional resource provides step-by-step instructions for making effective use of this market research technique.Using a wealth of specific examples, Edward F. McQuarrie explains how to set feasible objectives and how to select the right number of the right kind of customers to visit. One of the leading experts in the field, McQuarrie demonstrates how to construct a discussion guide and how to devise good questions, and offers practical advice on how to conduct face-to-face interviews.Extensively updated throughout, this third edition includes three new chapters as well as expanded coverage of the analysis of visit data. It also discusses which industries and product categories are most (and least) suitable to the customer visit technique. The author also covers how the customer visit technique compares to other market research techniques such as focus groups.
Author: Edward F. McQuarrie
Publisher: M.E. Sharpe
ISBN: 0765628821
Category : Business & Economics
Languages : en
Pages :
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Book Description
Visits to customers by a cross-functional team of marketers and engineers play an important role in new product development, entry into new markets, and in exploring customer satisfaction and dissatisfaction. The new edition of this widely used professional resource provides step-by-step instructions for making effective use of this market research technique. Using a wealth of specific examples, Edward F. McQuarrie explains how to set feasible objectives and how to select the right number of the right kind of customers to visit. One of the leading experts in the field, McQuarrie demonstrates how to construct a discussion guide and how to devise good questions, and offers practical advice on how to conduct face-to-face interviews. Extensively updated throughout, this third edition includes three new chapters as well as expanded coverage of the analysis of visit data. It also discusses which industries and product categories are most (and least) suitable to the customer visit technique. The author also covers how the customer visit technique compares to other market research techniques such as focus groups.
Author: Edward F. McQuarrie
Publisher: SAGE Publications, Incorporated
ISBN:
Category : Business & Economics
Languages : en
Pages : 274
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Book Description
McQuarrie (marketing, Santa Clara U.) explains how businesses that market to businesses, and particularly firms that offer product categories that are technically complex, can devise affordable action plans for programmatic visits to customers and, as a result, become aware of and satisfy their cust
Author:
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Category :
Languages : en
Pages : 962
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Book Description
Author: Daniel Stern
Publisher:
ISBN:
Category : Hardware
Languages : en
Pages : 700
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Book Description
Author: Jagdish N. Sheth
Publisher: South Western Educational Publishing
ISBN:
Category : Business & Economics
Languages : en
Pages : 900
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Book Description
This is a book about the behaviour of customers around the world. Comprehensive in its coverage and managerial in its focus, the book dwells on the traditional issues in the field, and then extends them to emerging topics.
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Category : India
Languages : en
Pages : 276
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ISBN:
Category : Selling
Languages : en
Pages : 628
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Author:
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ISBN:
Category :
Languages : en
Pages : 800
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Author:
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ISBN:
Category : Commerce
Languages : en
Pages : 1106
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Book Description
